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Nusa rovinsi Badan Pere P h a r e a D ncanaan dan Pembangunan
at Bar a r ga Teng
Sustainable Tourism Master Plan for Lombok 2015-2019 Executive Summary
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Imprint Sustainable Tourism Master Plan for Lombok 2015-2019 Publisher Badan Perencanaan dan Pembangunan Daerah Provinsi Nusa Tenggara Barat Jalan Flamboyan No. 2, Mataram 83126 Telephone : +62 370 631581 Fax : +62 370 631581 www.bappeda.ntbprov.go.id Authors Dr. Akhmad Saufi / Universitas Mataram Dr. Frans Teguh, Hari Ristanto / Kementerian Pariwisata Dr. Prayitno Basuki, Oliver Oehms, Dian Vitriani, Sibylle Creutz, Baiq Hulum Nuzullay / GIZ-SREGIP Program Editorial Kementerian Pariwisata EKONID, Perkumpulan Ekonomi Indonesia-Jerman, Jakarta Design EKONID, Perkumpulan Ekonomi Indonesia-Jerman, Jakarta Images Copyright - Page 2, 5, 6, 7, 14, 18, 20, 25, 27, @ Dinas Kebudayaan dan Pariwisata Provinsi Nusa Tenggara Barat - Cover front @ GIZ-SREGIP Program / Baiq Hulum Nuzullay - Page 11, 15, 21, 23, cover back @ GIZ-SREGIP Program / Sibylle Creutz The Sustainable Tourism Master Plan (STMP) was developed with the support of GIZ, in partnership with the Ministry of Tourism, the Ministry of National Development Planning and the Provincial Government of West Nusa Tenggara.
It is the hope of GIZ that STMP can contribute towards the inclusive and sustainable development and growth of tourism in Lombok. The views and opinions expressed found in this material do not represent GIZ in full. Seger Beach I Disbudpar
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Introduction_______________________________________________________ 5
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General Overview of Lombok Tourism________________________________ 7 2.1 Geographical Position, Population and Nature of Lombok______________ 7 2.2 Tourism Destination_ ____________________________________________ 8
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Destination Performance___________________________________________ 11
4 Market Potentials and Marketing____________________________________ 15 4.1 Domestic Market Potential_______________________________________ 16 4.2 Foreign Markets________________________________________________ 17 5
Policy and Strategies______________________________________________ 21
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Vision, Objectives and Priority Strategies 2015-2019__________________ 23
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1. Introduction Gendang Beleq
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hroughout the last twenty years the tourism industry has become one of the fastestgrowing industries in the world. The World Tourism Organization UNTWO recorded an unprecedented number of international travellers (tourists travelling abroad) in 2013, reaching more than 1 billion people. Additionally more than 6 billion tourists traveled in their respective countries. The number of international travellers is expected to increase to 1.4 billion by 2020. Of these, 57% are exploring tourist destinations in emerging economices. Therefore, like many other countries Indonesia identified the tourism sector as a pillar of economic development. As one of the world’s largest archipelagic countries Indonesia is equipped to become a leading tourism destination. With thousands of diverse islands Indonesia features both pristine waters and beautifully stretched beaches, inviting visitors to marine tourism such as diving, snorkeling and surfing. Hosting more than 500 tribes or ethnic groups Indonesia is rich of languages and cultures. The cultural and also culinary diversity, together with the geographic and natural assets, creates a globally unique and unmatched tourism destination.
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However, in 2013 Indonesia attracted less than 1% of the world’s travelers, i.e. 8.6 million international tourists. This number is especially stunning when compared to the regional peers of Malaysia (25.7 million) and Thailand (26.7 million). Foreign exchange revenues reached 10.1 billion US-$ in 2013 (2012: 9.1 billion US-$), and the tourism industry absorbed some seven million workers in 2009. These figures indicate that Indonesia has a significant and largely still untapped potential for tourism development. However, as this master plan will hightlight using the example of the island of Lombok/NTB, Indonesia urgently needs to improve the management of existing tourism potentials across all 33 provinces, in order to be able to compete with other destinations. Even though tourism development in Lombok has lasted for more than three decades it still lacks both, direction and planning. And, it rarely taps the full potential of the triple bottom line of development: economic, social/cultural and environmental aspects. Therefore sustainable tourism development is an attempt to maximize the positive impact and minimize the negative effects of tourism. In the case of Lombok it requires planning based on sustainability principles that are applied globally, nationally and locally. The primary goals of this Sustainable Tourism Master Plan are: • To establish and articulate common objectives and directions for the overall sector, its industry, the community and government, • To develop strategies for the achievement of the common objectives and to determine institutional roles, • To provide a foundation for determining priority areas for implementation, as well as determining appropriate methods of monitoring progress and performance, and • To provide an agreed framework for the long-term sustainable development of tourism in Lombok. This STMP was prepared through a process of research, data collection and analysis. Views and opinions were gathered through focus group discussions, interviews, field observation, documentation, and autoethnography. The discussions involved stakeholders and actors in all districts of Lombok. This English summary of the STMP is divided into six chapters: after offering a general overview the destination is assessed first. Then markets are briefly analyzed and marketing strategies suggested, before this publication closes with an introduction of the overall process development approach and the key strategies for sustainable tourism development in Lombok. The complete and comprehensive report (in Bahasa Indonesia) also includes a detailed Action Plan (2015-2019). This document can be retrieved from www.disbudpar. ntbprov.go.id and www.sregip.or.id.
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2 General Overview of Lombok Tourism Gili Sunut
2.1 Geographical Position, Population and Nature of Lombok Lombok and Sumbawa are the two main islands of the province of Nusa Tenggara Barat (NTB), which consists of additional 278 small islands. Picture 1: Map of Nusa Tenggara Barat (NTB) Province
Geographically, the island of Lombok is located in the golden triangle of the main tourism destinations in Indonesia, namely Bali in the West, Tana Toraja and Bunaken in the North, and Komodo in the East. Being at the crossroads of several international shipping
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lines Lombok is also positioned as a transit point for sailing boats and yachts. Besides, West of Lombok runs the Wallace line, the flora and fauna ‘watershed’ between Asia and Australia. Consequently, Lombok is home to unique species of flora and fauna, different from the Western part of Indonesia. The ‘Sasak’ are the native tribe of Lombok, covering more than two-thirds of the island. There are also other tribes, such as Samawa and Mbojo from the island of Sumbawa. Small populations of Balinese, Chinese and Arab have inhabited the island of Lombok for hundreds of years. Lombok has two contrasting parts of nature. Northern and Central Lombok are green and fertile compared to the South as they are strongly influenced by the presence of Mount Rinjani. With an altitude of 3,726 m the Rinjani is the second highest summit of Indonesia. In drier Southern Lombok the white sand beaches extend from East to West. The hilly contour of southern Lombok creates beautiful reliefs with uniquely shaped bays. Here the diverse beach and ocean landscape features some marvelous surfing spots and other water sports facilities. In addition, Southern Lombok also is home to traditional Sasak villages which still cultivate the traditions of their ancestors.
2.2 Tourism Destination As a tourist destination, the island of Lombok has two main types of tourist attractions, namely the beauty of nature and the unique culture of the people: Beach:
Lombok features white sandy beaches stretching as far as more than 90 km in the South. In some places, such coastal topography creates currents and waves suitable for water sports, e.g. surfing, thus allowing for more than just “sand and sun”.
Sea:
Lombok is surrounded by hundreds of small islands with sand beaches and crystal clear waters. Each small island has a diving spot with unique species of coral and fish. In addition, it is an alternative site for the activity of sand, sun, surf and fishing. It provides many options for marine tourism products, especially diving.
Mountain: With the Mount Rinjani Lombok is home to one of the most attractive summits for climbers and hikers in Southeast Asia. Various adventure tourism activities, such as sightseeing, research and education, health, soft and hard trekking can be done along the slopes of the Rinjani. Culture:
Lombok’s cultural attractions consist of a variety of places, objects and cultural events. Although Lombok is a predominantly Muslim society culture is heavily
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influenced by the Hindu. There are many temples and old mosques from the 16th and 17th century in Lombok which are still used as places of worship by the surrounding communities. Hindu and Islamic influences can also be seen in a variety of frequent cultural events and rituals. Various types of dances, games, traditional music and carnaval (e.g. nyongkolan), as well as local philosophy reflect the different influences. All this is nurtured harmonically by the local communities and passed on from generation to generation. The above-mentioned four sections of tourism objects spread over four districts and the city of Mataram: Area West Lombok Central Lombok
Tourism Objects Beach Senggigi, Mekaki, Bangko-bangko
Sea Gili Gede, Gili Nanggu
Kuta, Tanjung Aan, Selong Belanak, Mawun, Gerupuk
Nature
Culture
Pusuk monkey forest, Hutan Sesaot
Banyumulek, Suranadi, Narmada, Karang Bayan
Benang Setokel Waterfall, Kelambu, Rinjani
Sukarara, Penujak, Sade
Pink Beach, Surga Beach
Gili Sudak, Lampu, Tangkong
Tete Batu, Kembang Kuning Waterfall, Rinjani
Desa Suwela, Penakak
North Lombok
Sepi Beach
3 Gili
Rinjani, Sindang Gile Waterfall
Traditional Villages Senaru and Segenter
Mataram City
Loang Baloq
East Lombok
Mayure, Sekarbela
Commercial center of Lombok is its capital city of Mataram, while most four to five-star hotels are located in West Lombok, especially in Senggigi Beach, the pioneer area of tourism development in Lombok. Budget hotels and restaurants are typically located in North Lombok, where the three Gili islands became the center of marine tourism - and backpackers’ dream. Lombok can be accessed by air and sea, with three main entrance points, namely Lombok International Airport and the ports of Lembar and Kayangan. Domestic flights connect Lombok amongst others with Jakarta and Surabaya, but even more often with Bali. Currently two international flights from Singapore and Malaysia take tourists to Lombok. While for the sea lanes, Lombok is connected to the port of Padang Bai on Bali and Poto Tano on Sumbawa. There are ferries every hour from and to both ports. Furthermore, express boats connect the smaller Gili islands with Bali. One of the biggest challenges of destination development in Lombok nowadays is security and safety. What is lacking is an effective approach for addressing crime such
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as theft, extortion, and robbery which affect both tourists and businesses. To date, there is tourism police patroling in places like Senggigi and Kuta Beach. However, the number of policemen is not yet sufficient, and areas beyond are not yet covered. As a nature and cultural-based destination Lombok faces a number of challenges typical for a quickly and partly unsystematically growing industry. Some of the challenges are the excessive use of ground water on the three Gili islands, lack of local communities’ awareness on cleanliness and waste management, illegal logging in the protected forests of Mount Rinjani and other conservation areas, capturing, hunting and commercialization of endangered endemic animals, destruction of coral reefs and dynamite sea fishing, noise pollution caused by cars and motorbikes, karaoke bars and clubs located in the tourism areas, erosion of land and beaches caused by new constrution projects as well as illegal sand mining, etc. In an attempt to improve environmental awareness on the island some initiatives started to educate and create awareness in the communities. Several projects engage with visitors in order to minimize the amount of waste generated and to protect the island’s biodiversity.
TOWS Analysis The following table identifies threats and opportunities, as well as weaknesses and strengths of Lombok’s tourism development: Threats 1. The rapid development of tourism, including a higher quality of human resources in other nearby destinations; 2. Global economic and political conditions which are not fully conducive; 3. Impact of climate change; 4. Increasing tourist arrivals deeping carbon footprint. Weaknesses
Opportunities 1. Domestic tourism market growing; 2. Desire of domestic and foreign tourists to experience unique and sustainable tourism; 3. Operation of Lombok International Airport; 4. Emergence of several tourism education institutions; 5. Attention of the central government towards the development of tourism in Lombok. Strengths
1. Lack of tourism infrastructure;
1. Strategic geographical position;
2. Shortage of professional tourism workforce;
2. Mount Rinjani with its natural beauty and uniqueness;
3. Tourism management system not integrated;
3. Beaches and ocean;
4. Lacking integration of local communities in tourism industry; 5. Local security issues and crime.
4. Small islands with marine scenery and underwater biodiversity; 5. Culture diversity.
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3 Destination Performance Harvesting seaweed
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ombok first was ‘declared’ a tourism destination in 1979. Since then three development periods can be identified: (1) construction period until the late 1990s, (2) recovery period from 2000 to 2005, and (3) the most recent and ongoing ‘awakening period’. In the early phase, Lombok’s tourism industry experienced rapid growth, as proven by the increasing number of foreign tourist arrivals year-on-year. Entering the new millennium, the island faced several challenges - politically, economically and socially at the local level, nationally and internationally. Tourism started to recover in 2006, reaching higher tourist arrivals than ever before (Chart 1). While the period before 2000 was characterized by foreign tourist arrivals, domestic tourists have been accounting for the majority of visitors since 2006. Besides the rapidly improving domestic economic environment the opening of the International Airport Lombok in 2011 was another important factor triggering the increase of tourist arrivals.
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Chart 1: Number of Tourists Travelling to Nusa Tenggara Barat
Tourist Arrivals (2006-2013)
1,400,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0 2006
2007
2008
2009
2010
2011
2012
2013
179,666
200,170
213,926
232,525
282,161
364,196
417,706
565,944
Domestic
246,911
257,209
330,575
386,845
443,227
522,684
691,436
791,658
Total
426,577
457,379
544,481
619,370
725,388
886,880
1,163,142
1,357,602
International
Source: Extracted from Dinas Kebudayaan & Pariwisata NTB 2013
Chart 2 displays the number of visits per month throughout the last six years. Although there are seasonal fluctuations the overall positive trend is obvious. Tourist arrivals start to rise in May to reach its peak in August which is holiday season in Europe and America, the mid-semester school holidays in Indonesia as well as Lebaran/Idul Fitri season. Tourism numbers usually slightly decrease in the months of September, October and November, only to increase again for the Christmas season. The lowest number of tourist arrivals is experienced during the rainy season (February to April). Chart 2: Seasonality of Tourist Arrivals in NTB
Seasonality of Tourist Arrivals in NTB Province (2009-2014) No. of Visitors
200.000 150.000 100.000 50.000
2009
2010
2011
Au gu st Se pt em be r Oc to be r No ve m be r De ce m be r
Ju ly
Ju ne
M ay
Ap ril
M ar ch
Ja nu ar y Fe br ua ry
0
2012
Source: Extracted from Dinas Kebudayaan & Pariwisata NTB 2014
2013
2014
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The majority of tourists coming to Lombok are individual travellers aged between 25 and 40, with nearly 50% of them being unmarried. Tourists who visit Lombok typically organize it individually; tour packages are still less sought after. An important benchmark for tourism development are the average length of stay and the average expenditure of tourist per day as shown in Table 1: Table 1: Average Length of Stay and Expenditure of Tourists (2009 - 2013) Average
Year
Number of Foreign Tourists
Length of Stay (nights)
2009
232,525
2013
565,944
Average
Expenditure (US-$/day)
Number of Domestic Tourists
Length of Stay (nights)
Expenditure (IDR/day)
3.8
80
386,845
4.3
375,000
5.8
270
789,658
4.8
1,780,000
Sources: Extracted from Dinas Kebudayaan & Pariwisata NTB 2014, GIZ Tourism Impact Study Lombok 2013
With the increasing number of tourists its impact on the regional GDP rose as well. Chart 3 hightlights the importance of the tourism industry: until recently NTB’s economy was dominated by the primary sector, i.e. mining and agriculture. Besides the hotel and restaurant industry several sectors feed into and serve the tourism value chain, as suppliers and service providers. Chart 3: Composition of Regional Gross Domestic Product, Year 2013
Regional GDP 2013
13.3 %
26.2 %
5.8%
17.7 %
7.7 %
Manufacturing
Services
Financial Services and Property
Transportation and Communication
17 %
Trade, hotels and restaurants
Agriculture
Mining
3.7 % 0.5%
Public Utilities
8.1 %
Construction
Source: Badan Pusat Statistik Nusa Tenggara Barat 2014
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Mosque Bawan
Mayura
Lumbung
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4. Market Potentials and Marketing Marine life
D
espite several decades of tourism development tourism marketing in Lombok still is conducted in a fragmented and less consistent manner. Concepts, initiatives and often also marketing costs are largely generated by regional businesses. The downside of this ‘privatized’ endevour is that it mirrors individual interests and not necessarily the entirety of tourist products and destinations. Secondly, seen from a product development perspective Lombok has been struggling with a weak or at least not unified support by local stakeholders and communities. In fact, not all parties share the same understanding and vision of (quality) tourism. For developing the destination and its products further weak local institutions and human capacties constitute a serious obstacle. Therefore creating a positive image of tourism in the eyes of potential tourists requires leveraging and revamping human resources of local communities and other stakeholders of the destination. In general, NTB’s tourism promotion still follows a conventional approach, i.e. by attending tourism fairs and shows at home and abroad. Promotion tools still rely on print products. Compared to this, almost all tour operators and hotels have websites nowadays,
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engaging in online promotion. The major shortcoming is the lack of coordinated tourism marketing and promotion, as well as the lack of utilization of up to standard promotion tools. Hence, developing a kind of public-private partnership for tourism promotion is the need of the moment. Furthermore, a shared vision and branded products are required for positioning Lombok as a trademark tourism destination. Promotion also needs to be backed by a solid and accessible database of tourism-related information. Based on this planning as well as market and product development can be steered more purposefully. Part of this is a thorough analysis of the source countries of inbound tourism (see Chart 4), as well as of the motivation, wishes and needs of domestic tourists. Chart 4: Source Countries (2013, absolute and relative share of total tourist arrivals)
15,400 To u r i st s Europe 29.6% The Americas 3,74%
ASEAN 1.14%
400,600 To u r i st s
50,700 To u r i st s
791,700 Domestic To u r i st s
58,37%
Asia-Pacific 7,3%
99,200 To u r i st s
Source: Tourism Data of the Dinas Kebudayaan & Pariwisata NTB 2014
4.1 Domestic Market Potential Throughout the past years domestic tourists outnumbered foreign visitors. Indonesia’s solid economic growth is believed to be an important factor for the motivation of Indonesians to explore their own country: a growing middle-class has funds available for travelling; social media trigger ‘wanderlust’. In addition, the incessant promotion of Lombok as a destination for MICE tourism obviously paid off. The start of operations of the new international airport in Lombok had an immediate affect on the number of flights arriving in Lombok. On the other side, the recent Government ban applicable to public officials and their meetings in hotels imposes a new burden on Lombok’s MICE tourism. Therefore, the respective hotels and other service providers are forced to penetrate new, non-governmental incoming markets. Here again, the development of quality tourism products is needed, not at least to attract domestic tourists which are benefiting from and enjoying an increasingly transparent market.
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4.2 Foreign Markets Lombok sources from four geographical markets, i.e. the Americas, Europe, ASEAN and the rest of Asia-Pacific. Statistics indicate that the relative importance for the destination Lombok does not change from year to year. More specifically, the ten countries that contribute most to NTB tourism can be seen in Table 2: Table 2: Top 10 Markets for Inbound Tourism to NTB (2013)
Top 10 Markets for Inbound Tourism, 2013 17,306 18,866 21,658 23,162 28,265
Spain Canada Swiss USA Italy
51,096
UK
61,551 64,432 72,215
Netherlands Germany Australia
81,208
France 0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
Source: Tourism Data of Dinas Kebudayaan & Pariwisata NTB 2014
Considering the geographical proximity to Lombok Australia seems representing a huge potential for further development – not at least in the face of the function of neighboring Bali as hub for travellers from Australia. Having direct flights from/to Australia should therefore be a topic of high political priority. With close to 70% European tourists still account for the bulk of foreign visitors to Lombok. Most tourists came from France, followed by Germany and the Netherlands. This is close to the overall importance of these markets for global outbound tourism, even when the strong presence of French tourists comes as a slight surprise. European travellers are mostly driven by the desire to recreate and to escape from work routine. The main attractions sought after are beaches and sun, nature and mountains. No wonder therefore that there are three main factors that affect the satisfaction of European tourists: nature, scenery and weather conditions determine overall satisfaction by 95%. Second criteria is the quality of the accommodation (92%), followed by the overall treatment that travelers experience (85%, Source: European Commission 2013).
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Gili Meno surf
One of the favorite destinations outside Europe is Southeast Asia. This trend is certainly a good opportunity that needs to be exploited further by tourism actors in Lombok. Lombok’s tourism marketing to Europe should be improved by applying advanced information technologies. Besides investing into a more complete information repository Lombok must strengthen its promotion based upon the uniqueness and the authenticity of its products. Tourism information must be factual, transparent and honest, with the intention to win loyal customers who help promoting further by word of mouth. The ASEAN countries have been stable as sources of inbound tourism for many years. However, very recently the number of Singaporean tourists started to rise, supported by direct flights from Singaporean Silk Air to Lombok. Another ASEAN country with a comparable development potential is Malaysia. With a new Air Asia flight from/to Kuala Lumpur Malaysians are equally expected to contribute to the overall increase of tourist arrivals. These flights from ASEAN capitals are also strategic for the influx of tourists of European origin to Lombok. A comparable – or even bigger - effect would be triggered by the possible launching of a direct flight from Bangkok. Considering the huge number of European, especially German and Russian, tourists in Thailand this would most probably have a strong impact on tourist arrivals from these countries and others.
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According to the UNWTO China is the world’s leading outbound tourism market, outperforming the US and Germany. Nearly 100 million Chinese travelled overseas in 2013, a sharp increase of 18% compared to the previous year. Although the majority of travelers still prefers Chinese Hong Kong, Thailand, and South Korea as the main destinations the potential for Lombok seems to be remarkable. Nearly in the same league plays Russia: with some 36 million international travellers it is one of the world’s leading outbound tourism markets, even when the current and ongoing sanctions cloud over tourism prospects. Nevertheless, with Thailand being Russia’s favorite long-distance travel tourist destination the potential for Lombok is obvious: seeking for ‘sea, sand and sun’ Russians could equally satisfy their needs in Lombok. In addition, with a growing number of Russians aiming for adventure tourism and mountaineering, Lombok could position some of its unique selling points. To penetrate the Russian market further it is suggested to strengthen ties with tour operators in Thailand and offer extension packages to Lombok. Inspired by a population that is predominantly Muslim some actors have proclaimed Lombok to become one of the first Indonesian destinations of Shari’ah or Halal Tourism. Driven by Indonesia’s Tourism Ministry, first steps have been taken to promote Lombok to Middle Eastern countries like Saudi Arabia, Bahrain, the United Arab Emirates, Kuwait, Oman and Qatar. However, there are at least two things that should be considered before shaping products and marketing further towards these countries: Unclear Concept of Shari’ah/Halal Tourism: The proclaimed concept of Shari’ah or Halal Tourism in Lombok is not yet clear and requires more in-depth study. Visiting graves and religious sites might be considered being an imporant part of it, but this kind of tourism typically is not in line with the wishes and desires of Middle Eastern tourists travelling to Asia. The concept of Muslim friendly tourism is also perceived as being a hotel development and management model. Herein hotels should, amongst others, provide separate facilities for men and women. The application of this concept in Lombok will be difficult as most hotels operate conventionally. Therefore, new investors or fresh investment might be needed. Hence, Shari’ah or Halal Tourism should not translate to ‘black and white’ solutions. On a highly aggregated, conceptual level, it rather should be seen as an alternative tourism development approach, which is equally based upon the principle of sustainability, given its positive impacts on economy, society, culture and the environment. Characteristics of Middle East Tourists: Tourists from Saudi Arabia and the Emirates can be characterized as having educational, religious, recreational (leisure) and shopping
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motives. For education, Saudi Arabian and Emirates students choose developed countries like Europe, America, and Australia as the main destinations. Lombok will not benefit from this market segment. For leisure as well, the majority of Arab tourists chooses destinations in developed countries, those with a strong tourism infrastructure. They appreciate modern lifestyle with bustling city life and shopping venues. They also like beach resorts with family facilities and infrastructure, as well as adequate means of transportation – such as in Malaysia and Thailand. Especially young leisure travel groups do not hesitate to opt for activities that are contrary to the custom of their country, such as visiting night clubs and casinos. Lombok is anything but well equipped to serve these customers. Arab tourists with a strong religious determination typically aim for destinations like the three Holy Cities, i.e. Makkah, Madinah, and Qutaibah (Masjid al Aqsa) in Palestine. However, a small group of tourists might want to target Lombok, driven by a socialcultural motivation, considering the high density of Islamic boarding schools (pesantren) on the island.
Ampenan sunset
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5. Policy and Strategies Rice farmers
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his Sustainable Tourism Master Plan (STMP) follows the structure of the Regional Tourism Development Master Plan (RIPPARDA) NTB 2013-2028 which is committed to strengthen and intensify capacity building, harmonization of policies, development of information systems, as well as research and technology. The STMP is guided by the fundamental principles of sustainability, regional competitiveness, effective framework conditions as well as increasing the cooperation of public and private sector. The development of the master plan followed a three-step approach: 1) analysis - to assess the current condition and performance of tourism in Lombok, 2) planning process - to formulate priority strategies and actions, and 3) continuous engagement - to implement strategies and actions, as well as to monitor the implementation in order to adapt to changing conditions. This process is illustrated below: Picture 2: Preparation of the STMP
Assessment of current conditions Monitoring and evaluation; adaption if needed
Priorotizing strategies and actions
Definition of strategies and actions
Preparation of the Sustainable Tourism Master Plan
Analysis
Agreement on vision and objectives
Strategic areas
The five-year Action Plan – included in the Bahasa Indonesia version - provides practical advice to government, industry and communities for strategic planning, development, management and marketing of sustainable tourism in Lombok. Implementation, Evaluation Funding To develop an active and growing tourism sector it requires a clear
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government policy which defines necessary steps, determines responsibilities and allocates funding for implementation. In recent years, Lombok’s tourism has been developed without full government commitment and without allocation of sufficient public resources. The development of tourism is a cross-cutting task which requires the involvement of various parties. Therefore an integrated approach towards tourism development is needed – not only, but also in Lombok. The implementation of the STMP must be stimulated and directed. The activities of the many stakeholders with partly diverging interests must be coordinated (see Picture 2). The Culture and Tourism Office Province NTB (Dinas Kebudayaan dan Pariwisata NTB) will monitor the implementation of the Action Plan. A Working Group as part of the regional Tourism Stakeholder Forum should initiate, guide, and coordinate the STMP implementation at the provincial and district level. Picture 3: Tourism Stakeholder Map Actions stated in the STMP require either one-time or continuous funding (multi-annual support). The International Other NGOs donors main sources of funding for the development of Destination Management sustainable tourism Organization Local NGOs and the supporting Communities Transportation & Community Cooperatives Associations GIZ activities are amongst University of Mataram others the public BAPPENAS sector, the private Travel Agents/ National Planning Tour Organizers Ministry Sustainable sector and donors Tourism Other BAPPEDA like GIZ (Deutsche Business Provincial Planning Office Associations Development Offices Province NTB Gesellschaft für AHM LHA Culture & ASITA INCCA Internationale Tourism Office Province NTB PHRI HPI Zusammenarbeit). Private Public Lead Firms/ Sector While the STMP Champions BPPD District Tourism Sector Regional Tourism Offices Service preparation process is Promotion Body Providers Ke yS the first step towards Ministry of tak Tourism Ministry of eho lder Environment & developing Lombok’s Banks s Forestry tourism sector, the key Ministry of Cooperatives and SMEs is commitment during the rs lde implementation of the Action eho k a t ary S S e co n d Plan. This requires strong institutional support for private investment, but also the allocation of resources by the national government, Ministries and the local government alike - in order to implement priority actions as identified in this plan. Civil Society
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6. Vision, Objectives and Priority Strategies 2015-2019 Bau Nyale
A
s leitmotif and guidance for the development of sustainable tourism in Lombok a vision, goals and objectives were developed during a consultative process as outlined above. The tourism stakeholders in Lombok agreed on the following vision:
“Lombok becomes a nature and culture-based tourism destination, which is competitive and sustainable.” Objectives and strategies for sustainable tourism development focus on four main pillars, referring to those of the RIPPARDA NTB 2013-2028, namely: Destinations, Marketing & Promotion, Industry, and Institutions & Human Resources (see Picture 4):
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Picture 4: Development Approach of the STMP Vision Objectives Sustainable Benefits Economic benefits
Ecological benefits
Socio-cultural benefits
Strategies and Actions
Destination
Community driven
Environmentally friendly + unique
Safe & relaxing destination Actions
Promotion
More quality & more visitors
Green branding
Ownership, Sense of Pride
International Promotion network
Actions
Institutions +
Human Resources
More creative products
More green products/green businesses
Industry
Qualified professional tourism workers
Regional Tourism Forum
Development of local businesses
Stakeholder cooperation & coordination
Actions
Actions
The focus development areas of the Action Plan are determined based on the Strategic Regional Tourism Areas (Kawasan Strategis Pariwisata Daerah/KSPD) as stated in the RIPPARDA NTB 2013-2028 (see Picture 5): Picture 5: Focus Areas in the STMP Action Plan 2015-2019
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Seger beach
In line with the logic and the framework of the RIPPARDA the objectives and strategies below are proposed for the realization of the above-mentioned vision (years 2015-2019). The key strategies and related actions refer to the GSTC (Global Sustainable Tourism Council) criteria and performance indicators for monitoring, managing and enhancing the sustainability of a tourist destination. The indicators are part of the integrated approach to destination management, stressing the importance of collaboration, cooperation, ongoing assessment, effective communication, and of a holistic perspective. Objectives and strategies for the realization of Sustainable Tourism on the island of Lombok (2015-2019):
A DESTINATION DEVELOPMENT 1: Developing a destination which is supported by local communities Strategies: 1.1 Involving community leaders as well as formal and non-formal educators in the process of promoting tourism to the communities. 1.2 Empowering communities by maximizing economic benefits for local businesses and employees. 2: Building a tourism destination which is unique, clean, authentic and sustainable Strategies: 2.1 Examining comprehensively environmental impacts in the single tourism destinations. 2.2 Developing and enforcing local regulations (awig awig) in tourism core areas.
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2.3 Developing small-scale tourism infrastructure managed by local communities. 2.4 Identifying development potential of maritime tourism. 2.5 Develop adaptation measures to climate change. 3: Developing a tourism destination which is safe, secure and enjoyable Strategies: 3.1 Establishing public tourism security guards (pam swakarsa). 3.2 Preventing commercial sex practices or all forms of exploitation and abuse against anyone, especially children, adolescents, women, minorities.
B MARKETING AND PROMOTION 4: Improving the quality of tourist visits Strategies: 4.1 Executing an integrated (public-private) marketing strategy which utilises an up to standard approach. 4.2 Implementing a customized marketing strategy which accommodates the interests of the domestic and the most promising in-bound tourism markets.
C INSTITUTIONAL AND HUMAN RESOURCE DEVELOPMENT 5: Establishing tourism institutions which are supported by professional tourism human resources Strategy: 5.1 Providing courses, trainings, and certification to tourism workers, i.e. tour guides, members of tourism awareness groups (pokdarwis) and tourism vocational students. 6: Establishing tourism institutions which are supported by an environmentally aware public Strategy: 6.1 Improving public participation in the destination planning and decisionmaking for developing a sustainable tourism destination by involving tourism stakeholders and entrepreneurs (hotels & tour operators).
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D TOURISM INDUSTRY 7: Creating a business environment which enables the tourism industry to create creative and innovative products/services Strategies: 7.1 Developing local products which are sustainable and based on fair-trade. 7.2 Creating access to finance and capacity development of micro, small and medium enterprises (MSMEs). 7.3 Match-making between local producers and tourism businesses. 7.4 Fostering entrepreneurial spirit within the communities of the tourism destination. 8: Creating a business environment which is oriented towards the principles of sustainable tourism Strategy: 8.1 Providing incentives and establishing certification institutions for local tourism entrepreneurs. The complete and comprehensive report (in Bahasa Indonesia) also includes a detailed Action Plan for the years 2015-2019. The single actions are supporting the implementation of the above-mentioned strategies. The Action Plan does not only feature institutional responsibilities but also a time line and key achievement indicators. This document can be retrieved from www.disbudpar.ntbprov.go.id and www.sregip.or.id.
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